VisitGuernsey has been working closely with British Airways to reach its global audience, putting the Islands of Guernsey on the radar for a new audience who may not have considered us before. To date, we have worked with the carrier on two key campaigns to raise awareness of the new Heathrow service, that started in April.
April
A bespoke City Breaks campaign with a Mail Metro media partnership, with a media plan including editorial, video, premium display across Daily Mail, Metro and i-Paper and bespoke emailers.
June
The Spring/Summer Sale - a month-long sale promoted across their whole network, providing a significant volume driver across all their channels, using our destination creative with a BA call to action. The campaign, with a call to action for return flights plus two nights accommodation for £219 per person, went out across BA’s social networks (Facebook and Instagram) from 4 – 25 June.
In addition, we have also been working collaboratively with Heathrow to promote the new service. Heathrow began promoting the new Guernsey route in March, sharing inspirational content about the Islands going out across their social channels, travel blog (audience of 500,000) and a solus newsletter to their database. VisitGuernsey also ran a competition in partnership with Heathrow/BA that went out to those on their loyalty programme, Heathrow Rewards, with an audience of 2.9m, attracting almost 10,000 entries.
Earlier this year we attended BA’s Partnerships Day and later this year will attend a UK Trade event, bringing together more than 150 senior delegates from key agencies, offering the chance to connect with a highly engaged and expert trade audience.